Adapting Brands To The Networked World

A short slide deck explaining how brands can adapt to flourish by engaging with the emerging networked world as distinct from the broadcast world they were developed for. By David Cushman and derived from thinking developed at http://fasterfuture.blogspot.com

This link offers further explanation and links: http://fasterfuture.blogspot.com/2008/08/networked-world-can-make-brands-more.html

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Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?

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Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who controls the user experience? The user is the destination now, they control their own A-to-anywhere journey

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You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/

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THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience David Cushman FasterFuture.blogspot.com

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THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com

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They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused David Cushman FasterFuture.blogspot.com

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<ul><li>They share messages among </li></ul><ul><li>their groups. </li></ul><ul><li>They adapt them to suit their groups. </li></ul><ul><li>They make the message theirs </li></ul>We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com

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<ul><li>The groups are not fixed (adhoc). </li></ul><ul><li>The message spreads when the </li></ul><ul><li>groups reform around a new purpose </li></ul>Users select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com

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Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage David Cushman FasterFuture.blogspot.com

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And so it continues; the message evolving to survive. Or it dies out. We share what we think is cool. That which we co-create, we embrace David Cushman FasterFuture.blogspot.com

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They aren’t your groups, they are theirs. They aren’t your messages, they are theirs Marketing is not done to them, it is done by them David Cushman FasterFuture.blogspot.com

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Business case for listening <ul><li>70% of purchase decisions are friend-recommended. </li></ul><ul><li>How much of your current spend is focused on connecting to the conversations? </li></ul><ul><li>How much value do you currently place on these conversations? </li></ul><ul><li>If the answer isn’t 70%, why not? </li></ul>

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2. Respond <ul><li>Marketing isn’t done to them, it is done by them </li></ul><ul><li>Think less of where the eyeballs are and more about the mouths and ears </li></ul><ul><li>Place value on real-time, human interaction. </li></ul>

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Widgets work <ul><li>Where they let users adapt them to better suit those they would share them with </li></ul><ul><li>Eg Youtube’s many incarnations of the Cadbury’s gorilla ad. </li></ul><ul><li>Where they lower the technical barriers </li></ul><ul><li>Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message. </li></ul>

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Widgets require <ul><li>A willingness to relinquish control </li></ul><ul><li>Toolkits users can play with </li></ul><ul><li>Creative users </li></ul><ul><li>2&3 are in place. </li></ul><ul><li>Ready for No1? </li></ul>http://flickr.com/photos/darwinbell /

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The networked journey <ul><li>Listening to and responding to the network requires and drives cultural change within the brand itself. </li></ul><ul><li>It raises and answers questions about ownership and control to make your brand better adapted to the networked world. </li></ul><ul><li>It is your safe passage to the future </li></ul>